Best Health Care Website, Best Of Show Website

Many people with type 2 diabetes (T2D) struggle to control their blood sugar, despite doing everything they’re supposed to. They watch what they eat. They get regular exercise. They try different medications. But nothing seems to work, and their numbers often seem unpredictable. Doctors assume that these patients aren’t following their advice, and the patients begin to doubt and even blame themselves.

What these patients (and doctors) don’t know is that an excess amount of the hormone cortisol could be keeping their blood sugar high. In fact, 1 in 4 of these patients has an underlying, little-known condition, called hypercortisolism.

The Cortisol in Control campaign shines a light on this issue by visualizing the unseen problem that leaves patients feeling powerless in their struggle. Campaign drivers pique people’s interest by validating their experience and identifying cortisol as the potential cause of their symptoms. All roads lead to CortisolinControl.com where patients can take an interactive quiz that’s designed to help them request a cortisol test.

Within just 2 months of launch on a limited media buy, the campaign captured 48.7M impressions and drove 47.3K click-throughs to the site. And the :45 spot saw an almost unheard-of completion rate of 74% on YouTube, where under 30% is the norm.

Contributors:

Associate Director, Marketing (Corcept):	Marie Cooper-Ramos
Chief Creative Officer (Patients & Purpose):	Dina Peck
SVP, Creative Director, Art (Patients & Purpose):	Olivia Browne
SVP, Creative Director, Copy (Patients & Purpose):	Kieran Alling
VP, Group Copy Supervisor (Patients & Purpose):	Peter O’Donnell
VP, Group Art Supervisor (Patients & Purpose):	Bona Jeong
VP, Group Account Director:	Josette Cecere
Group Project Supervisor:	Sam Ampel
VP, Copy Supervisor:	Ariel Klein

PATIENTS & PURPOSE

Location: United States